UPL Launches '#AFarmerCan' Campaign for Climate Action
A global call to action urging world leaders to place farmers at the heart of climate strategies.
Microsite: Meet 20 farmers from around the world leading climate action in agriculture.
DVC: Watch the campaign video.
LONDON /PRNewswire/ -- UPL, a global leader in sustainable agricultural solutions, has announced an inspiring global campaign, '#AFarmerCan - The hero you don't know you need'. This initiative showcases the essential role of farmers as crucial players in climate resilience and action. With the 30th United Nations Climate Change Conference approaching, this campaign seeks to rally for the recognition of farmers' contributions in addressing climate challenges.
Celebrating the Role of Farmers
UPL is dedicated to working closely with farmers across the globe, maintaining a presence in over 140 countries. By partnering with smallholder farmers and large commercial growers, UPL aims to enhance sustainable agricultural practices that not only tackle climate change but also ensure food security. The '#AFarmerCan' campaign highlights 20 inspiring stories of farmers who demonstrate how agriculture can play a vital role in the mitigation of greenhouse gases, enhancement of energy security, water conservation, soil health regeneration, and protection of biodiversity.
Empowering Farmers Through Policy
The '#AFarmerCan' initiative makes a critical appeal for policies that favor farmers' needs. It emphasizes that not only should policies support farmers, but consumers should also acknowledge and celebrate their resilience and innovation.
Framework for Resilience
As part of its advocacy efforts, UPL is proposing a four-pillared framework aimed at strengthening farmer resilience:
- Pay: Reward farmers for adopting climate-smart practices.
- Protect: Provide subsidies and insurance to safeguard against risks.
- Procure: Enhance farmer access to markets for certified sustainable produce.
- Promote: Expand the use of digital tools, soil health data, and training programs.
Mr. Jai Shroff, Chairman & Group CEO of UPL, expressed his views: "With #AFarmerCan, we amplify an urgent message: the future of climate resilience begins in the fields. Farmers are leaders innovating and regenerating our environment, yet their contributions often go unrecognized in global discussions. This campaign challenges policymakers and consumers to support and empower farmers in their critical roles in climate action."
360° Campaign Strategy
UPL is launching a comprehensive 360° marketing strategy throughout Brazil and other key markets. This includes vibrant outdoor branding alongside dynamic digital engagement tactics. In Belém, the campaign features airport signage, branded taxis, and buses displaying QR codes, which provide access to compelling farmer stories.
Digital initiatives will complement traditional advertising, with active participation on social media and the release of a poignant film showcasing farmers as climate champions. The campaign will also introduce eco-friendly merchandise such as T-shirts and tote bags to further amplify its message.
At COP30's Blue Zone, UPL will serve carbon-smart coffee from Brazil's Mió brand. By offering a product that captures more CO? than it emits, UPL allows stakeholders to experience firsthand the potential of climate-smart farming in achieving global climate targets.
Showcasing Innovations and Solutions
During the COP30 event, UPL will present its innovative Agrosphere. Located in the AgriZone, organized by the Brazilian Agricultural Research Corporation, this space will host expert panels and discussions revolving around the key pillars guiding UPL's involvement in COP30. Furthermore, UPL will participate in the Planeta Campo Forum and present a groundbreaking study on low methane rice from India.
With the '#AFarmerCan' initiative, UPL is committed to fostering a movement that recognizes and celebrates farmers as integral figures in environmental stewardship and the advancement of a healthier planet.
About UPL Group
UPL Ltd. (NSE: UPL) (BSE: 512070) (LSE GDR: UPLL) is a prominent global provider of sustainable agricultural products and solutions, encompassing the entire agrifood value chain. With annual revenues exceeding $5 billion, UPL stands as one of the largest agricultural companies internationally, serving farmers in over 140 countries. UPL's platforms focus on reimagining sustainability and driving progress in agriculture.
Frequently Asked Questions
What is the '#AFarmerCan' campaign?
The '#AFarmerCan' campaign is an initiative by UPL that highlights the essential role of farmers in climate action and resilience.
How does UPL aim to support farmers?
UPL proposes a four-pillar framework to support farmers through financial incentives, protection measures, market access, and the promotion of digital tools.
What unique aspects does UPL bring to COP30?
UPL will be serving carbon-smart coffee and showcasing innovative agricultural solutions at COP30 to demonstrate the importance of sustainable farming.
Why are farmers considered climate heroes?
Farmers implement practices that mitigate greenhouse gas emissions, enhance biodiversity, and improve soil health, thus playing a crucial role in addressing climate change.
Where can I find more information about UPL?
For more information about UPL and its initiatives, please visit the company's official website.
